2 days ago
Why does everybody want a Labubu?
First it was the Cabbage Patch Kids frenzy in the 1980s, then the Beanie Baby boom in the '90s. Now, in 2025, Labubu is the latest toy inspiring a collective craze across the world.
If the name doesn't ring a bell, an image is sure to jog your memory. Scroll through social media and you're guaranteed to be served videos, ads and think pieces around the unique character: a fuzzy figure boasting pointed ears, a Cheshire Cat–like grin and a set of serrated teeth.
In just a few weeks, the ugly (or cute, depending on who you ask) bag charm has skyrocketed from a niche interest into a worldwide phenomenon, resulting in sold-out stock, chaos erupting outside stores and the rise of fakes (hello, Lafufus!).
A simple endorsement from a celebrity with a mass following is often all it takes to give an obscure item coveted it-status. For Labubu, many credit K-pop star and actor Lisa as the figure behind the trend, thanks to her love of the character.
However, Labubu isn't new to the scene. She (yes, she's a girl!) made her first appearance back in 2015, in a set of picture books by Hong Kong–born artist Kasing Lung. Labubu herself was just one in the story's cast of "monster" characters. In 2019, Lung signed a partnership with Pop Mart, a Chinese toy brand and retailer, which then began selling figurines known collectively as The Monsters.
So why are these little creatures suddenly garnering mass appeal? A number of reasons come to mind, with the first being the popularity of blind boxes: packages that house mystery toys that are only unveiled to the buyer once unwrapped. Labubus are released in this exact format, and dropped in special "series" collections which contain a handful of different colourways.
Then there's the exclusivity of the trend, says Amanda Lee Shirreffs, a Montreal-based fashion stylist. In addition to the difficulty of acquiring a Labubu, there are "secret" editions of the plushie, which consumers have a lower probability of getting their hands on.
Shirreffs likens the frenzy around Labubu to the "desperation" of Samanatha Jones in a memorable episode of Sex and the City, where the character attempts to acquire a coveted Hermès Birkin handbag.
"I also think there is a correlation between the heaviness of the world at the moment and the desire to make frivolous purchases," she said.
And finally, there's the unadulterated glee and sheer delight that these fuzzy creatures seem to elicit. This exact joy is what drew Zhanna Red to buy into the trend. "I wanted to feed my inner child," the Toronto-based content creator said. "It seemed so innocent and fun, and such an interactive way to feel happiness and community." To date, Red has a total of four Labubu charms. Unlike many Labubu owners, who weigh down their handbags with their collections, Red is sticking to wearing one at a time for now.
Over the past few seasons, the whimsical bag charm trend has catapulted thanks to brands like Miu Miu, Loewe and Coach. Adorning a handbag with charms is what some would refer to as "Birkinifying," an homage to the late Jane Birkin, who was known for decorating her namesake Hermès satchel with all sorts of tchotchkes and trinkets.
But Shirreffs feels we've hit peak bag-charm obsession with Labubu. "I think it's the death rattle of the bag charm trend. Going out with a real bang."
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While Red agrees that the craze may not last, especially for those who were merely chasing the high of getting their hands on a Labubu, she believes the bag charm has staying power with OG collectors. But in the end, she thinks the social aspect and joy of the trend outweighs everything else. She cites instances where she's struck up conversations with strangers who were also toting Labubus on their bags. "I think if this trend brought happiness, genuine social interaction and positivity, nothing else matters," she said.
I think it's the death rattle of the bag charm trend. Going out with a real bang. - Amanda Lee Shirreffs
Intrigued by bag charms, but not sure if Labubu is for you? Shirreffs suggests alternative options that may serve up a similar dose of joy, like teddy bear keychains by Vaquera and Vivienne Westwood. If you're particularly crafty, there's no shortage of online tutorials to DIY your own bag charm. Or make like Birkin herself and embellish your carryall with personal mementoes and ephemera unique to you. Whatever you choose, Labubu or not, it's all about having fun.
